logo piaggio wide



July 2024, Italy - In the Paraggi Bay, in a beautiful setting amid the hills of the “Costa dei Delfini”, midway between Santa Margherita Ligure and Portofino, we find Vespa-by-the-Sea, blending in with the salty breeze of the Ligurian Sea.
Amid the oak and olive trees, maritime pines and glistening turquoise sea, a small oasis takes shape on the beach with the Vespa signature: the new furnishings bear their Vespa logos coloured ancient white, ginger root and rosemary, as indeed do the sun beds, parasols and beach towels.

“Vespa” silkscreened onto the glasses, the “V” on the trays and even on the SUP boards. An immersion in the Vespa world, as though plunging into the turquoise waters of the Paraggi Bay.

An experience, more than a holiday moment: the gardenias of the surrounding villas, in the air the basil and thyme of the wooded paths of the Portofino Regional Nature Park, the light reflected by the sea. Not far away is provincial A-road 227 - ideal to travel on by Vespa, feeling completely free in the air of the wild - that connects Rapallo with Portofino and takes you to this jewel that is unique in the world, where Vespa has created an exclusive space, made to measure like a tailored suit, for those looking to explore the human spirit with creativity.
A discreet, non-invasive takeover, strategically positioned in the middle of the Paraggi Bay with a unique view out across the sea.

Completing the experience is the new partnership with Cova Montenapoleone, which, in collaboration with Vespa, has created a cocktail list devoted to the aperitif that is available at the exclusive Vespa stand on a small terrace that seems to plunge into the sea. The cocktails are named after the most famous Vespa models - 50 Special, Primavera, Gran Turismo, Sprint and Vespa Sour - and will be served from aperitif time onwards in a uniquely carefree atmosphere.

Vespa-by-the-sea is a multiform multimedia project, but above it is an experiential project, consisting of desire for freedom and pure joie de vivre. These are the values underpinning the brand, evolving in a separate time and space in which the Vespa world is structured and expands in a continuous discovery made of evolution. The challenge to live a special freedom, where the sky touches the sea and where, escaping from the world, we finally find ourselves again.

The official inauguration of the beach took place on Saturday 6th July with a beach party in true Vespa style, marked by music, fun and - naturally - style, together with very special guests and friends.